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Techniques & Tools Confidence Respondents Creativity in PR, a Global Study 2013

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Techniques & Tools
Confidence
Respondents were asked
how they would rate the
quality of creative thinking
and personnel within their
business. Unsurprisingly,
perhaps, agencies are far
more confident, with more
than two-thirds labelling it
inspirational or good. On the
client side, though, almost
as many see it as ordinary
or worse, perhaps helping
to explain the gap in how
creative quality and big
ideas are viewed by the two
groups. As Tom Kelley,
founder of innovation firm
IDEO, has pointed out, confidence is a major factor
when it comes to innovation:
“Creative confidence is the
natural human ability to
come up with breakthrough
ideas combined with the
courage to act on them. The
courage turns out to be a
really important part. Because lots of people have
these ideas in passing but
are too timid to put them
into action.”

How would you rate the
quality of creative thinking
and personnel within your
business?
56.2%

Agency
Client

45.1%
33.6%

23.6%
11.5%
6.9%
10.5%
5.3%

Inspirational

2.9%
Good

Ordinary

UNsatisfactory

2.7%

POor
27 | creativity.holmesreport.com

Publicada em: Negócios, Tecnologia
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